Health Canada issues legal warning over ‘lifestyle’ ads for Vype

Health Canada has begun cracking down on e-cigarette advertising campaigns that it believes contravene the country’s new legislation prohibiting lifestyle advertising.

The department wrote to Imperial Tobacco Canada on 1st November, warning that the campaign it launched to promote its Vype vaping device could contravene the Tobacco and Vaping Products Act (TVPA).

The TPVA became law in May 2018, bringing nationwide regulation of e-cigarettes to Canada for the first time.

“Health Canada has issued a warning letter to Imperial Tobacco Canada demanding that the company immediately cease lifestyle advertising of the Vype ePen3 on TV and social media platforms,” department spokesman André Gagnon told ECigIntelligence. “Health Canada will take appropriate additional enforcement measures should non-compliance continue to be observed.”

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